ERA OF CONSOLIDATION

This era covered a period of time best described as the era of gratitude.

After the conclusion of the Second World War, the economic recovery of the world was taking hold.

Businesses and consumers alike were just discovering the pleasure of making decisions about alternative products and services following a period of accepting what was on offer.

The decision-making process was influenced by advertising, but not by branding, and the main source of both product and market information was the ‘company representative’.

Into this era came the ‘travelling salesman’ with habits and behaviours based on representation but including new ideas like using a ‘sales process’.

This was the foundation of selling in the next three eras.